CSP Sephora- 'Black beauty is beauty'- Language & Representation
- Created by: Amal Memon
- Created on: 17-05-24 16:59
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Background
- Advert- released 2021.
- Celebrating many Black traditions & inventions generated as beauty trends we love today.
- E.g. stylized baby hair, cut-crease eyeshadow, glitter & shea-butter based skincare.
- Part of shops huge dedication towards promoting racial equality for beauty & retail sectors.
Cinematography & aesthetic
- Directed by Garrett Bradley, 1st Black woman winning the best director award at Sundance Film Festival (Time 2020).
- Campaign- visual/cinematic aesthetic.
What does it address?
- Spotlighting Black innovations great impact on beauty industry.
- Awareness to Black stories, communities & traditions (cultural) causing globally beloved beauty techniques & tools.
- Abigail Jones, Senior Vice-President for maketing & brand, "Many trends we participate in today, including acrylic nails, glitter, countouring & much more have roots from Black culture".
- AJ- "Isn't widely known/celebrated. We believe knowledge is a powerful tool & part of Sephora's overarching diversity & inclusion journey, want to leverage our platform & community to recognise/celebrate Black beauty, inviting all to participate".
- Sephora- previously had issues & controversies surrounding racial discrimination.
Sephora? How will they do this?
- French international luxury cosmetic brand.
- Recently stated new aim- become more ethical.
- Signed 15% Pledge- promising to make sure 15% products were Black-owned.
Sapna Maheshwari "Sephora signs '15% Pledge' to Carry More Black-owned Brands".
- Following Black Lives Matter & George Floyd's death.
- Aroura James, Brooklyn Creative Director, believed brands weren't standing with her (& Black People) as a woman & businessowner 'I do not feel supported'. 29th May 2020- Posted on Instagram for companies to devote 15% of their shelf-space to Black owned companies, aligning with US's African American population. 'Fuel growth of brands & attract new investments ultimately extending to Black Communities'.
- Became 15% Pledge & gained traction. Sephora's US Business said it would & create an advisory group including James & brand leaders to help make changes.
- Artemis Patrick, Sephora's Chief Merchandising Officer, "Ultimately, committment more about prestigeous products on our shelves". "Starts with long-term plan diversifying supply chains & building systems which create better platforms for Black brands to grow, while ensuring voices help shape industry. We can do better".
- Sephora- around 290 brands in US, more than 400 store locations in J.C Penny. Said it sold their 9 Black owned companies, e.g Fenty Beauty & Pat McGrath Labs.
- Owned by LVMH Moet Hennessy Louis Vuitton. Committed to the 3 stages James outlined: finding out shelf space/contracts dedicated current %, identifying next steps to increase this & taking action (publishing/ececuting plans "for growing share of businesses Sephora empowers at least 15%".
- Sephora- provide connections & support to Black owned businesses from funders & volunteer capitalists, evolving existing evolution programs to "focus on coloured women". James- "not just about writing purchasing orders & making them online hoping they do well. Take their time & map out strategies- what this looks like, how to support marketing & how to ensure they're connected to correct people".
Their goal?
- AJ told Good Morning America- "it's really about looking at history & culture within beauty coming from Black community & both paying…
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